How to get counselling clients from Google: a UK guide

1. Set up your free Google Business Profile

This is the single most effective step for local therapists. Your Business Profile is what appears on Google Maps and in the “local pack” at the top of search results.

• Create it at business.google.com and choose a category such as “Counsellor” or “Psychotherapist”
• Add your services, opening hours, website and a few calm photos
• If you only work online or from home, you can hide your address and set a service area instead
• Google will ask you to verify, usually by phone, video or post

2. Say where you work, in words

Google can only match you to a search like “counselling in Maidenhead” if those words appear on your website. Mention your town and nearby areas naturally in your text, and consider a short page for each area you serve.

3. Give each main topic its own page

One page that lists ten issues is hard for Google to understand. A separate page for anxiety, one for trauma, one for couples work, each with a few helpful paragraphs, gives you many more chances to be found for specific searches.

4. Get listed in trusted directories

Directories bring clients directly, and their links to your website help Google trust it. Common UK options include your professional body’s register, Counselling Directory, Welldoing and Psychology Today. Make sure your name, area and website are written the same way everywhere.

5. Tell Google your website exists

Add your site to Google Search Console (it’s free) and submit your sitemap. New websites can take weeks to be noticed otherwise; with Search Console it’s usually days.

6. Reviews: carefully

Google reviews help you rank, but therapy is confidential and some clients won’t want to post publicly. Check your professional body’s guidance on testimonials before asking anyone, never offer anything in return, and never write or invent reviews.

7. Be patient, and keep it fresh

A brand-new website usually takes two to six months to rank well. An occasional short article answering a question clients ask you (“What happens in the first counselling session?”) keeps your site active and helps people find you.